Brand Agility Index - Das Weihnachts-Battle der Handelsmarken
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Das Weihnachtsfest ist in den vergangenen Jahren zum Showdown der Markenkommunikation geworden. Gerade Einzelhandelsmarken und E-Commerce-Brands fahren zum Fest die schweren Kommunikationsgeschütze auf – mit kreativen Geschichten, aufwendig produzierten Spots, Kampagnen-Microsites und, in diesem Jahr erstmals, auch mit Messenger Bots, versuchen Marken die Aufmerksamkeit der Konsumenten auf sich zu ziehen. Im neuesten Brand Agility Index analysiert WE Communications, wie verschiedene Handelsmarken ihre Weihnachtskampagnen in die sozialen Netzwerke Facebook, Twitter und Instagram verlängert. Die Auswertung, die im Zeitraum zwischen dem 07. November und 26. Dezember 2016 durchgeführt wurde, zeigt zum Teil erhebliche Unterschiede der Weihnachtskampagnen auf.
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